Retail partnership expands with more concessions opened

Nursery and childrenswear retailer Mamas & Papas has confirmed plans to open further concessions with Next after reporting strong footfall and sales at its newly launched sites since lockdown restrictions were eased in April.

The Huddersfield-headquartered company will open new dedicated retail spaces in Next stores at Brent Cross Shopping Park  this week followed by Milton Keynes Central Retail Park in July, taking its total to nine.

Mamas & Papas opened its first Next concession in November 2018 at Bristol’s Cribbs Causeway. Since then, it has launched at locations including Sheffield’s Meadowhall and Manchester’s Arndale last year.

As well as stocking its ranges of travel systems, nursery furniture and children’s clothing, the concessions provide in-store experiences such as personal shopping appointments, car seat consultations and fittings as well as click & collect.

Nathan Williams, chief operating officer at Mamas & Papas, said: “Our partnership with Next has performed exceptionally well for both parties, giving customers even more reasons to shop at Next whilst bringing our brand and award-winning ranges to more new and expectant parents.

“Physical retail space remains an important pillar of our multi-channel growth strategy alongside our online business.

“Feedback from our customers shows they value the opportunity to touch and feel our products and the consultative experience that our specialist assistants provide in-store.

“We’re excited to be expanding our partnership and plan to develop the relationship further over the coming year.”

The business added the performance of its standalone store estate had surpassed expectations in the four weeks since non-essential retail re-opened, while its online business had delivered consistency strong sales growth throughout the pandemic.